The more involved people are in creating something, the better they feel about the end product! This can lead to self-constructed products being valued more highly by the person who made it because of the effort that has gone into it.

No one does Commitment: Personal Investment better than IKEA…


When it comes to IKEA customers, they are so bizarrely loyal to their self-assembled furniture simply because there is a piece of them in it. That’s the connection the famous Swedish brand has built their entire business from.

IKEA made flat pack famous, more so they made the process of building their furniture a social norm. We invest every emotion into building flat pack furniture. We laugh and we argue (we sometimes cry). But at the end of it all we have accomplished something. And that’s the value of investing in IKEA.

Sample IKEA Instructions
Sample IKEA Instructions

Nintendo Labo has the public getting hands on…


Nintendo changed the game in gaming; they took it off screen and made it a physical activity. Alongside their Nintendo Switch console, they created Nintendo Labo to work with it.

Nintendo Labo is a series of DIY cardboard kits that turn the Nintendo Switch into a physical toy like a piano, guitar, fishing rod, a robot and much! This has drawn a whole new crowd of creators into the Nintendo world. Where the accomplishment used to be based on getting the highest level, now people are investing in an activity which leads to them playing the game.

Nintendo Labo | Nintendo
Nintendo Labo | Nintendo

What is Behavioural Economics?


Behavioural Economics has been around since the 60s. It blends elements of psychology and economics to identify the mental triggers, or bias, nudges and heuristics, that affect the decisions people make.

This blog series is your go-to guide for a snapshot into what these triggers are, and how they can be used in marketing to influence consumer behaviour. This week it’s the Commitment: Personal Investment bias.

A bit about us


As an agency, influencing behaviours is core to what we do and applying Behavioural Economics to marketing communications is a natural progression. If you are interested in understanding more about how we do this get in touch now.

Find out more about the connection between consumers and behavioural economics in our latest report on the top trends driving consumer behaviour. Download it here.

By Phil Monks

Deputy Creative Director